Ad Spending Trends:News and Music Channels hot, Entertainment not

An interesting report in mint highlights the changing paradigm of advertisers and their media planners who are shifting their ad spends from General Entertainment Channels(GECs) to News and Music channels. Now in recession it is very clear that Ad spending has gone down and the focus is on getting maximum bang for your buck and while TV is considered to be the most effective medium in India for this but even on TV ad spending their is a greater degree of planning now in order to prevent wastage.

As the economic slowdown deepens, advertisers such as Bharti, car maker Ford India Pvt. Ltd and consumer products maker Whirlpool of India Ltd are trying to optimize their television ad spending by moving to targeted channels known as frequency builders because they offer advertisers the scope to air their ads at a much higher frequency to select audiences.

 Ad rates on general entertainment channels are around 10 times those on channels targeted at select audiences. Multiple airing of an ad on a targeted platform would be much cheaper than a single airing on an entertainment channel.Broadcasters estimate the annual ad spending on TV to be about Rs8,000 crore currently, with GECs accounting for about 30% of this but in this slowdown this ratio is about to change.

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